Conversational artificial intelligence (AI) platforms – chatbots, virtual assistants and messaging-based applications – are opening new government service delivery channels. Government CIO need to quickly determine the role of these channels, adjust their digital service delivery strategies and extend their digital government platform to exploit these new opportunities.
Many are already taking notice. Governments are prioritising the implementation of virtual assistants more than many other industry vertical. A recent Gartner survey indicates that 60 percent of government organisations undertaking artificial intelligence and machine learning projects identify virtual assistants as a project goal.
This is in line with growing expectation from citizens of being able to access government services via conversational applications. The Australian Taxation Office recently introduced virtual assistant Alex on its website to help support general taxation enquiries from Australian citizens. Platforms like these consist of multiple related AI technologies that support an interactive and intuitive style of communication.
Conversational applications aim to increase customer satisfaction by reducing customers’ need to navigate a complex website or transactional portal. At the same time, they reduce the wait time and resources required to respond to basic government inquiries. Gartner predicts that by 2020, 25 percent of customer service and support operations will integrate virtual customer assistant technology across engagement channels.
Service provider and government-to-government interactions can also be delivered through conversational applications. Large departments and agencies can use virtual employee assistants to offer more consistent and efficient delivery of internally facing services such as IT help desk, legal, HR and financial services.
Most government services, however, particularly those that involve care or case management, will require human involvement for the foreseeable future. Virtual customer assistants or chatbots can be offered as an alternative or supporting channel to many direct citizen and business-facing services.
Where to start
1. Educate IT and customer experience leaders
Conversational applications suffer from negative customer experience perceptions based on older technologies and involvement with poor implementations.
Customer experience leaders need to comfortable with, and have confidence in, the quality and consistency of the service delivered by the conversational applications. This will require effort to dispel historical misconceptions. Confidence will grow as understanding and experience of the quality and potential for the service grow.
It’s equally important to set expectations with the business regarding the take-up of these alternate channels. Though conversational applications should form part of a multichannel service delivery strategy, accept that these channels won’t be accepted by all citizens or staff in the short term.
Educate customer experience leaders on the potential for conversational applications and establish vendor showcases or workshops to offer firsthand experience. Then implement an internal pilot of a virtual employee assistant to develop technical skills and create an example to help guide decisions and future strategy.
2. Identify and prioritise opportunities
Many uses for conversational applications exist throughout government. They deliver the best results when the right style or combination of applications is implemented to support the right type of service. Implementing a conversational application is a significant investment and should only be considered for services that are used frequently.
Given conversational applications won’t be accepted by all citizens, it’s important to understand the service consumer. When targeting citizens, consider factors such as demographics, including language background. When targeting businesses, assess the nature of the business digital maturity of the industry. When targeting government-to-government services, consider the digital maturity of other agencies. When targeting staff, consider the digital maturity of your own agency.
Start by preparing a list of conversational application opportunities based on potential uses and the services delivered by your agency. Work in partnership with your customer experience leaders to refine and prioritise this list based on the complexity of the responses, the demand for the services and the demographics of the targeted audience, including language background.
3. Revise your digital government strategy
Citizens already engage governments across different channels, and their expectation is to receive the same quality of service across all channels. Unfortunately, many agencies struggle to see service delivery channels beyond traditional digital channels like websites and portals.
A digital government strategy should embed multichannel citizen engagement as a foundation of service delivery. The strategy should reinforce the importance of consistency across channels and seamless transition between channels. Multichannel service delivery should apply equally to services aimed at government staff, forming part of the digital workplace strategy.
A strategic focus on multichannel service delivery will influence the architecture of your citizen/customer experience platform to support conversational applications. Develop a business case to secure funding for further AI research and projects.
Dean Lacheca is a public sector research director at Gartner, helping government CIO and technology leaders with their transition to digital government. He will speak about digital government trends at Gartner Symposium/ITxpo in Australia, 30 October-2 November 2017.
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